“The marketing and advertising fellowship can help change mindsets and break down stereotypes”

Organized by the Pakistan Advertisers Society (PAS), the fourth Effie Awards Pakistan was held in Karachi on Friday after two years of the show being made virtually.

The show was a resounding success and an opportunity for all participants to meet their peers and applaud their work. The show was presented by Shan Foods and Unilever Pakistan.

With over 600 people in attendance for the awards ceremony, the evening brought together the entire marketing, advertising and media fraternity for an evening where the most effective marketing campaigns were rewarded.

Industry stalwarts like Dr. Zeelaf Munir, President, PAS and Managing Director and CEO, EBM; Khalid Farid, CEO, Gillette and Chief Commercial Procter and Gamble; Amir Paracha, President, Unilever Pakistan; Tariq Ikram, founding president of PAS and former Minister of State; Muhammad Saleem Baig, President, PEMRA; Sikander Tiwana, President and CEO, Shan Foods; Sarmad Ali, Group Managing Director, Jang Media Group; Sami Wahid, Managing Director, Mondelez Pakistan; Fariyha Subhani, Managing Director, Upfield Pakistan; and Asif Aziz, Chief Operating Officer, PMCL Jazz; were some of the presenters who presented the trophies to the lucky winners.

Dr. Zeelaf Munir, President of PAS and MD and CEO of EBM, started the ceremony by addressing the attendees where she emphasized the need for the industry to come to a single platform and look beyond of their business interests and working towards greater goals, which would also fuel their internal growth – longer-term, sustainable growth. She also highlighted the role the marketing and advertising fraternity can play in changing mindsets and breaking down stereotypes and the promises companies can make to create a more sustainable environment.

Ultimately, she said, “it is our responsibility to meet these challenges head-on and shape society for generations to come.”

This year, the Effie’s featured 30 regular categories, 19 specialty categories and four special awards.

In these categories, a total of 21 bronze, 25 silver and 19 gold winners were awarded from over 300 client and agency submissions in various categories. The Grand Effie was awarded to Generation and Greenstar “The Veil of Care” developed by BBDO Pakistan, making them the only agency to win the Grand Prize for the fourth consecutive year.

Once again, “Ogilvy Pakistan” received the “Effie Pakistan 2022 Agency Network of the Year” award, maintaining its winning streak for the fourth consecutive year, and the coveted title of “Marketer of the Year” was awarded to “P&G Pakistan”.

Mr. Qamar Abbas, Executive Director of PAS said, “It makes us proud to institute an awards program, the only platform in Pakistan that celebrates and recognizes the hard work of our professionals in the spirit of encouraging effective marketing and their practitioners and also gives an opportunity to make themselves visible internationally.

The PAS Lifetime Achievement Award was presented to Mr. Mujahid Hamid, whose career spanned three decades with Unilever in Pakistan, Australia, Indonesia and as Chairman and CEO of Unilever HPC, China. He is a shining star in the marketing fraternity who has built some of the most recognizable brands in personal care, including Lux, Lifebuoy, Surf and Ponds.

The red carpet was hosted by Mr. Yawar Iqbal, Executive Creative Director, JWT Grey. The show featured a riveting rendition of instrumental music by Lenny Massey and the band, followed by a moving performance by Bilal Maqsood.

Afsheen Rizavi, Effie Pakistan Project Manager, who is also the Managing Director of PAS, said: “The virtual rewards were good. We’ve experimented and been very successful, but having everyone in person and together celebrating the great work that our peers, colleagues and friends have produced is priceless.

This year, Shan Foods, Hellman’s and EBM provided the hors d’oeuvres and captivated the guest with their mouth-watering delights. The English biscuit makers, our official bakers, have created an EBM bakery.

Our beverage partner, Coca-Cola Pakistan, kept all attendees cool and cheerful by setting up their non-alcoholic bar, and Lipton, our official tea partner, served their tea. Walee Technologies was our category sponsor, Jubilee Life Insurance was our insurance partner, and Mondelez was the gift bag sponsor. Jafferjees had also previously sponsored the Effie Pakistan jury sessions.

The event was managed by Active Media. Jang Media Group was the Print Media Partner, Symmetry Group was the Digital/Creative Partner, Media Idee was the Digital Activation Partner, Bogo, Gul Khan Truck Art, Convex Interactive and Al-Karam Studio were generous Gift Partners. Brandsynario was the online publishing partner.